OFFLINE VS ONLINE by Y&R Tel Aviv for Shalmor Avnon Amichay Y&r Interactive

OFFLINE VS ONLINE

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Yariv Twig
Art Director Gil Aviyam
Copywriter Sharon Refael
Released January 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Product/Service: ADVERTISING AGENCY
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Jan 21 2010 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Director: Yariv Twig (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriter: Sharon Refael (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Copywriter: Nadav Raviv (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Director: Gil Aviyam (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Media placement: Internet - first Post in: Shalmor Avnon Amichay / Y&R Interactive Blog - 21 January 2010
Media placement: Internet - second post in: Shalmor Avnon Amichay / Y&R Interactive Blog - 25 January 2010
Media placement: Internet - opening of Facebook group - 31 January 2010
Media placement: Internet - first post on Mizbala.com - 31 January 2010
Media placement: Internet - second post on Mizbala.com - 18 February 2010
Media placement: Internet - third Post in: Shalmor Avnon Amichay / Y&R Interactive Blog - 17 March 2010

Describe the brief/objective of the direct campaign.
With the world rapidly changing and the borders between digital and traditional advertising blurring, we decided to look for a copywriter who can handle both worlds and feels as comfortable in the offline world as in the online one.

Explain why the creative execution was relevant to the product or service.
To many people – including advertising professionals, the digital world is still very much of a mystery and amazingly, not many of them feel totally at ease in it. As a result, most Creatives make a choice between offline or online. We did not want to have to make a choice or limit our clients' possibilities because our creatives' capabilities only extend to offline (or online). We would look for someone who did both. What better platform to launch this than our own agency blog.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We started a debate among the Israeli advertising community about what is more important, Online or Offline. We launched the debate on our agency's blog. The Offline copywriter, threw the first punch uploading a post about his love for Offline. The Online copywriter, responded and the debate began to heat up. To feed the discussion we went to Facebook and created a group called "Online vs Offline". In no time, surfers were bringing in their own perspective on the subject. After 3 weeks we revealed the real reason behind the campaign: "Y&R needs a different kind of copywriter: an OnOffLiner".

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- Hundreds of surfers from different fields within the advertising industry joined the facebook group - copywriters, art directors, creative directors and even CEO's - the discussion spread to the world 45 resumes were sent. But we only needed one:- We chose Maayan as our agency's first Israeli OnOffLine copywriter